Sue Ryder

Raising awareness for the Sue Ryder charity pop up and auction at Bonhams, New Bond Street.

Sue Ryder

Raising awareness for the Sue Ryder charity pop up and auction at Bonhams, New Bond Street.

Sue Ryder supports people through the most difficult times of their lives, whether it’s a terminal illness, a loss of a loved one or a neurological condition. The charity predominantly relays on income from their charity shops and donations from members of the public.

To help raise funds, Sue Ryder opened its first ever pop-up shop in Mayfair which included donated personal items from famous faces including Eddie Redmayne, Kate Moss, Susie Cave, Gillian Anderson, Jean Shrimpton, Sam Smith, Daniel Radcliffe and Iskra Lawrence. The Celebrity donated items were also placed in to a silent auction giving those that couldn’t travel to the shop in London the opportunity to get involved and bid.

The PHA Group were appointed by Sue Ryder to generate coverage and raise awareness for the pop-up and auction.

Results

35

pieces of coverage

3

national pieces: Evening Standard, Mail Online and The I

Broadcast

coverage on London Live

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The idea

We identified specific editors and slots, as well as specific London based regional titles and broadcast contacts to approach in the build-up to the pop-up shop opening to generate pre-event coverage to help increase footfall on the day.

All money raised from the auction went to support the expansion of Dee View Court, a specialist neurological care centre, based in Kincorth Aberdeen. With this hook we approached Scottish media titles to promote the silent auction and raise awareness of Dee View Court expansion project.

The day prior to the pop-up opening we secured London Live to attend the shop and interview a Sue Ryder spokesperson, discussing the items on offer and where the funds will be going.

“I want to say a huge thank you for all your help and support - the coverage generated has been really great and really reflects all the hard work that you have all put in.”

Paul Martin

Sue Ryder National PR Manager

Results

During the campaign we generated 35 pieces of coverage with the total reach of 66,941,549. This included three pieces of national coverage such as half-page in Evening Standard, a stand alone piece on Mail Online and article on The I. The evening prior to the pop-up launching London Live broadcasted a segment on the shop within its news programme and this was also replicated online. We also secured nine pieces of coverage from Scottish titles promoting the auction and the Dee View Court expansion including pieces in The Scottish Sun, The National and Daily Record

Other titles who covered the pop up include: The Resident online, Country and Townhouse online, Time Out, Frost Magazine, AOL, BT, Sheer Luxe, Because magazine and more.